The use of AI is now commonplace among consumers. Prophet’s new “2026 AI-Powered Consumer Report” reveals that adoption of generative AI has soared to 73%, up sharply from 45% in 2024, showing how quickly these tools have become an integral part of everyday life.
At the same time, enthusiasm around AI began to fade. Consumer enthusiasm declined by 7%, suggesting that people are increasingly viewing AI as a utility rather than a novelty. For marketers, this shift is important because AI alone no longer creates differentiation.
Additionally, the number of consumers who believe GenAI will be deeply ingrained in daily life and take over most decisions has decreased by 30%. This suggests even less confidence in the grand promises of AI. The public enters Gartner’s “trough of disillusionment,” where enthusiasm fades and reality begins to set in. With AI, however, change feels more personal. A growing number of consumers are concerned about what technology could mean for human relationships, creativity and everyday experiences.
With this wider adoption comes growing skepticism. The report found that 71% of consumers are concerned about AI inaccuracies and misinformation, especially as AI systems are increasingly integrated into shopping, customer service and online search. Consumers may rely on AI more often now, but many still question whether they can fully trust the results.
All of this explains why consumers are experiencing AI fatigue. About 62% say they are frustrated when companies remove human support altogether, even though automated systems are faster and more efficient. This tension creates pressure on brands to balance automation with real human interaction.
The full report can be found here. (No registration required.)
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Constantine von Hoffman is editor-in-chief of MarTech. A seasoned journalist, Con has covered business, finance, marketing and technology for CBSNews.com, Brandweek, CMO and Inc. He was an editor at the Boston Herald, a news producer at NPR and has written for Harvard Business Review, Boston Magazine, Sierra and many other publications. He has also been a professional stand-up comedian, has given talks at anime and video game conventions on everything from My Neighbor Totoro to the history of dice and board games, and is the author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and too many or too few dogs.
